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Grey Goose XV becomes a prominent feature of the new shop-in-shop |
Bacardi Global Travel Retail’s recently opened shop-in-shop concept store for Grey Goose vodka at Amsterdam Airport Schiphol now houses the travel retail exclusive Grey Goose VX – the brand’s new ultra-premium expression.
The store, which includes a centrally located tasting bar, is a permanent fixture in partnership with Schiphol Airport Retail.
Bacardi Global Travel Retail Regional Director Europe Aude Rocourt said: “The shop-in-shop already provides an extraordinary new luxury encounter for the traveller and the arrival of Grey Goose VX injects a unique and innovative new level of luxury into the vodka category experience.
“As the leading super-premium vodka in travel retail, grey Goose has demonstrated the brand’s capacity to lead from the front and, particularly through grey Goose VX, inspire new perceptions of the vodka category and new opportunities for sales.
“Working with forward-thinking retail partners who share our commitment to category growth, such as SAR here at Schiphol, we are committed to continuously enhancing the offer through a pipeline of innovations, including travel retail exclusives, that will further differentiate, premiumise and grow the category.”
Schiphol Airport Retail Director Peter-Jan Rozenberg added: “Grey Goose took the opportunity to create an outstanding brand statement in the new shop-in-shop in our latest store concept in Lounge 1 (Schengen) at Amsterdam Airport Schiphol. The brand statement is qualitative, very remarkable for customers and adds value to the customer experience in our store. Besides the massive brand awareness, we also sell more bottles which connect more customers to our shop and to Grey Goose.”
The concept store is positioned at the front of the main liquor shop, enabling maximum visibility from the concourse.
Grey Goose VX is available through SAR in Schiphol as well as other selected airport locations around the world, with the one-litre decanter in a luxury gift box priced at £89.
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The new expression is being rolled out to selected airports worldwide |
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